Forget the fireworks and parties; it's all about the messaging. That's the theme of this year's New Year's Eve campaign from WhatsApp, which once again reminds us of the role it will play in our New Year's Eve. 

The global campaign from the Meta-owned messaging service aims to reinforce that it repeatedly sets records for the numbers of text messages and calls sent on New Year’s Eve, with more than 100 billion sent last year.

A 90 second film, directed by Nicolai Fuglsig at MJZ, shows people connecting via WhatsApp no matter what they're doing and what time zone they are in. There's a woman whose friends are partying on a tropical beach; she's in colder climes but joins them in the bathroom. A young healthcare worker also connects with his sister despite being at work, sharing a joke on his phone, and we see others celebrating with family around the world. 

“We wanted to remind people that the best thing about the new year really is our kinship with each other," said Andre Sallowicz, creative partner at AMV BBDO. "It's the internal fireworks that matter, not the ones outside. And those often happen at the very moment we receive that heartfelt message or call from someone close to us, even if they’re far away."

The ad is airing in  India, Brazil, and the U.K.. Alongside the hero film, the brand is also running shorter films for digital and social platforms and a content partnership with LadBible, developed by Ketchum. There are five bespoke assets, each dedicated to an emotional story showcasing how WhatsApp connects families across the globe.   

“New Years is the one holiday that the world celebrates together, and the most important thing people do that day is text or call a loved one," said Vivian Odior, head of global brand at WhatsApp, in a statement. "We’re excited to celebrate those private moments people have in appreciation of the record setting use of WhatsApp on the holiday”.